Victoria Beckham's revamped website will go live today (26.03.13) and allow customers to purchase her signature ready-to-wear, contemporary and accessories collections.
Victoria Beckham is launching her debut e-commerce site today (26.03.13).
The designer had a ''hands on'' approach in creating her revamped website victoriabeckham.com, which will stock her ready-to-wear collection, contemporary Victoria by Victoria Beckham line, accessories, eyewear and denim for the first time.
The site will also sell an exclusive array of reissued dresses from previous seasons, The Victoria Beckham Icon collection, with a new selection becoming available every few months.
Victoria explained to WWD: ''They don't seem to date, and the customer feels good in them. Once it's sold out, that's it. There will be no more. I limit my production.
''It's not about making and selling as many dresses as I can. I've never done that. I want to limit it so the customer feels special. It won't go to any other retailer. It's really exclusively for me.''
Since 20 percent of her fashion empire's revenue currently comes via other retailers' websites, the former Spice Girl felt it was important to create a ''modern, clean and easy'' site of her own.
The stylish mother-of-four - who shot some of the online images and helped design the sales packaging - added: ''There's a cool, edgy rawness to it - and that's very much how I wanted it to look. With regards to the imagery, I haven't done anything too complicated. I've kept it real. It's very relatable.
''I didn't want the images to be super glossy and retouched - I find that quite an old-fashioned approach. It's very honest. That's why people respond to the brand in the way that they do.''